Between the validation of an order at a merchant site and the receipt of the package, the post-purchase phase is essential to guarantee a personalized and hassle-free customer experience.
The customer experience after purchase is often neglected by e-merchants in favor of the online user experience. But players in the sector have gradually taken this topic closely related to delivery. “E-merchants face problems with delivery times, lack of tracking, damage to packages. They are not responsible for it but suffer the effects as a result of negative customer retention reviews”, the summary by Romain Ogiela, CEO and founder of Shipup, a SaaS platform that specializes in post-purchase experience in e-commerce. In fact, e-merchants are unaware of carrier data and associated delivery information.
“Once their basket is validated, the customer is generally in the dark about the rest and the details of the operations,” confirms Charlotte Talon, marketing and communications manager at parcelLab, a solution focused on the customer journey . A post -purchase process that is often fraught with pitfalls without the right partners. “This has become a real topic for medium and large companies, especially for those moving from B2B to B2C”, underlined Charlotte Talon.
Make an inventory of your experience after purchase
Above all, the most important thing is to draw an inventory of your experience after the purchase. “Evaluating performance indices such as customer satisfaction and engagement rate will make it possible to assess quantitatively and qualitatively.
the customer experience once the purchase has been made ”, recommends Romain Ogiela.sales, customer loyalty.
Track and communicate at all stages of delivery
The customer experience after purchase requires the merchant to be proactive and reactive throughout the delivery phase. “You need to accompany the customer during this time of waiting for the package, and you need to communicate regularly by sending notifications, Charlotte Talon advises. The goal is to tell her where her package is. And let her know.” to him in case of delay. Of course, this technique involves knowing, in real time, where the customer’s orders are. ”Today, we track the status of each order, testified Jordan Bouaziz, CMO at From Future , a fashion brand that has been active for three years. This global monitoring allows us to detect the smallest anomalies. “The brand has benefited from the services of BigBlue, a logistics specialist, for a year and a half. BigBlue has a 75% open rate for delivery -related emails, and up to four consultations.
For solid cosmetics brand Unbottled, created eighteen months ago, the ability to respond in terms of order tracking also makes it possible to arrange service. “If a customer does not receive his package, we can offer delivery, offer commercial action. The goal is not to remain in a frustrating experience after purchase for the customer”, reacted Benjamin Legros, co-founder of Unbottled. To do more, Shipup offers a Chrome extension to find each customer’s tracking data without having to leave their CRM.
Adapt communication after purchase after delivery
“E-commerce players can rely on their customers’ data to enrich the post-purchase experience with additional products to be offered ”, suggests Charlotte Talon. By perfecting their post -purchase customer experience, parcelLab customers saw a 25% reduction in customer service queries to find out where orders are and a double digit increase in the average shopping cart.
The personalized post -purchase experience also involves sending emails in brand colors with the presence of the logo and social networks. One should be according to Tim Dumain, CEO of BigBlue, who considers that every consumer should be seen as an influencer. “Emails are also used to provide information on the product the customer has purchased, such as an interview guide for example, he has many. We can also consider adding photos and videos to generate a promise. Or sending a discount code. for a future purchase. “
Take care of the customer experience linked to product returns
Recently, managing returns has been the new brick of the post -purchase customer experience. Thanks to BigBlue’s new platform focused on product returns, brands can increase their orders by offering their customers credit or product swaps. Thus, From Future has seen 20% fewer tickets since merging the product return portal. “Ideally, it’s good to show frequently asked questions on the site about returns, Tim Dumain recommends. It helps to avoid friction and not lose sales because some customers know about the return policy before they go. parcelLab is also speeding up the subject of returns.The solution has deployed a portal, which has been tested in the H&M Europe preview, but will soon be accessible by all its e-merchant customers .
Suggest a questionnaire and/or a satisfaction survey
The customer experience after purchase goes hand in hand with customer satisfaction. To guarantee this, From Future uses customer reviews. “We send out a satisfaction survey once a customer receives their package and we interact with dissatisfied customers,” explains Jordan Bouaziz, CMO of From Future. The fashion brand boasts an 87% customer satisfaction rate.